Design Within Reachbringing the best in modern

design to the public

By: Megan ElbertJulie LehnertMindy Lewis

Company Profile

• A community center for design enthusiasts

• Available to residential and contract markets

• “Studios,” catalog, website, and the direct sales force sell high end modern furniture

Company History

• Founded in 1998 in San Francisco• It is an integrated multi-channel provider of distinctive modern design furnishings and accessories that it markets and sells through its studios, catalog, website and direct sales force.

• Now a publicly held company trading on NASDAQ ($5.46 share/2-21-07)

Code of Ethics

• “Design Within Reach is dedicated to conducting its business consistent with the highest standards of business ethics. We have an obligation to our employees, shareholders, customers, suppliers, community representatives and other business contacts to be honest, fair and forthright in all of our business activities”

Company Goal

The Company is focused on:

• Increasing overall market penetration by opening additional studios

• Expanding and refining product offerings

• Increasing market awareness and appreciation for design products

Studio Locations

• Currently in 24 States– Located in high income, posh cities

• Mostly stand alone stores– These stores in unique, architecturally relevant buildings and downtown areas

• Some in malls, but only high end

Studio Locations (con’t.)

• Company website gives store locations, but interesting addition to each store is the fact they give “things to do” in that city, along with where their store is located.

• “studio locations”

The Studios

• Minimalist, crisp, clean• No Clutter• Red, White and Black• Big windows and lots of natural light

The Studios (con’t.)

• Displays•Platforms•Room set-up

• All of the furniture can be tried out(but not bought off the floor)

Target Market

• High income• “Design Enthusiasts”• Price Range

• $50 - $9,000+

Merchandise

• High-end, Modern, Designer furniture

• Modern• “simplicity, clarity of form and the pioneering use of new materials”

• Fully licensed designer furniture• All merchandise new or reproduction

Merchandise (con’t.)

• All the furniture you need for a home,and accessories too

SeatingTablesLightingShelving / storageAccessoriesRugsKids

• Shop by room or furniture piece• The Annex

Strengths

• “Wish list” • Located in areas with high income

• Great website • Special discounts

SWOT Analysis

Weaknesses

• No original furniture • Always style over comfort (one style)

• High priced merchandise

SWOT Analysis

Opportunities

• Add more locations in Oregon • Get more kid merchandise • Seasonal merchandise

SWOT Analysis

Threats

• Crate Barrel • Ikea (from a style aspect, not price)

• Cost Plus World Market • Hive Modern

SWOT Analysis

$1,398$3,198

• www.dwr.com• www.ikea.com• www.hivemodern.com• www.crateandbarrel.com

References

Norah shops here!